New York, NY
The National Association for the Specialty Food Trade has chosen Roth Partners to lead a new branding campaign, according to a press release. The association made the decision following a competitive review. Through the partnership, Roth will help develop the brand identity of the NASFT which is best known as the organizer of the internationally renowned Fancy Food Shows® and the sofi™ Awards.
Ann Daw, President of the NASFT, states, “For years, the NASFT’s identity has revolved around The Fancy Food Show, the premiere event showcasing specialty food producers, importers and distributors from all over the world to buyers from the retail and food service trade. We want to build on our work to create a brand which will enhance our Association’s reputation and elevate the brands of our member companies.” Ms. Daw, continues,"We chose Roth Partners from a field of highly-respected branding firms. Their approach and their understanding of our unique branding challenges were key factors in the selection.”
The specialty foods category grew 9.2 percent from 2010 to 2011, even as sales in other segments of the food industry dropped. This growth, plus the high perceived value of specialty foods and their differentiation from other food products, are some of the reasons propelling a reassessment of the NASFT’s branding, according to the release.
National Association for the Specialty Food Trade
